That’s how Penguin’s Managing Director, Tom Weldon, described the impending launch of Sebastian Faulks’ highly-anticipated James Bond novel, Devil May Care, due out on 28 May.

Devil May Care cover

theBookseller.com has landed the first details of the Devil May Care launch plans. According to the site, the first copies of the novel will be escorted along the Thames on 27 May to the HMS Exeter at Tower Bridge, where the world’s media will be waiting. The event will take place from noon. Afterwards, a delivery convoy will transport the books to Waterstone’s Piccadilly, which will open at 8 a.m. on publication day.

Books will be delivered to other bookstores in the UK overnight.

Earlier this week, CommanderBond.net reported The Times will launch a Bond book giveaway from this Saturday, starting with short story collection Octopussy and 007 In New York. This is part of an extensive marketing campaign that kicks off on 19 May and will run until 1 June.

Devil May Care poster

The lavish campaign includes a digital strip banner at Piccadilly Circus, which will feature a countdown to Devil May Care‘s release (blogger Tom Johnson snagged a picture of the countdown in action). Furthermore, 600 posters – which CommanderBond.net exclusively revealed last month – will appear at London Underground locations. An additional 450 will be displayed at National Railway stations.